The state of celebrity endorsements in fashion & retail

Of the $206 billion spent on advertising in the U.S., Fashion and Retail is the largest-spending industry at 22% or $43 billion per year. A large portion of this spend is allocated towards celebrity partnerships and campaigns. An immense opportunity presents itself alongside this massive spend, as research from the Journal of Advertising indicates that sales can increase by 4% through a single celebrity endorsement. Evidently, the stakes of choosing the right celebrity endorsers are high, and poor selections can result in a large loss in sales for the brand, as well as carry the frequently overlooked consequence of high risk exposure. Read more…